La Directrice de la stratégie, de la transformation digitale et de l’innovation de E. Leclerc, Maud Furano, explique que le voice-commerce joue un rôle essentiel dans la manière de vendre et de consommer : il permet de simplifier la vie des consommateurs en maximisant la gestion du temps et des mouvements des utilisateurs.

Le voice-commerce, ou commerce vocal, se définit comme l’ensemble des formes de commerce par lesquelles l’achat s’effectue par le biais d’une commande vocale. « L’intérêt croissant des consommateurs pour les assistants vocaux a permis l’essor du voice-commerce adopté par plusieurs marques et enseignes », explique Maud Funaro, qui est titulaire d’un Doctorat en économie, dans le premier Policy Paper (ci-joint) produit par la Chaire BearingPoint/E. Leclerc Prospective du Commerce dans la Société 4.0. Et de citer une étude réalisée aux Etats-Unis en 2017 ayant permis de montrer que le voice commerce n’est pas seulement utilisé par les consommateurs pour réaliser un achat de manière linéaire, mais surtout à certaines étapes précises de la transaction, ce qui montre que le commerce vocal est intégré dans le parcours d’achat, imbriqué avec les autres interfaces.

Taux d'adoption des paiements vocaux aux États-Unis de 2017 à 2022.

 

Après avoir détaillé les éléments qui expliquent la popularité croissante du commerce vocal, elle aborde son adoption par les grandes surfaces alimentaires : dans le sillage de Leclerc, Monoprix et Carrefour, elles sont de plus en plus nombreuses à proposer leurs services par ce canal pour permettre à leurs clients un achat rapide et efficace.

Elle note cependant que l’application du voice-commerce par les marques et enseignes de distribution pose de nombreux défis, qu’elle énumère. « Certaines étapes du parcours d’achat sont plus faciles à réaliser par la voix. Il est donc nécessaire d’imbriquer le voice-commerce dans les autres canaux en facilitant le passage d’un canal à un autre, conclut-elle. Enfin, il sera nécessaire pour les enseignes de développer une identité vocale pour accompagner le développement du voice-commerce. Le "Branding vocal" (la voix de la marque, son langage, sa manière d’interagir avec le consommateur) va devenir un enjeu majeur pour les marques, qui doivent relever le défi d’être cohérentes avec leurs identités visuelles, leurs promesses et leurs valeurs »...

Campus

Paris
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'+v_title+'

['+v_lang+']
'+v_descr+"
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'+t+'

[in '+o+']
'+l+"
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',btnc=".js-close-popup",time=0,body=$("body"),js=$(".js-popup");js.each(function(){var a=$(this).find("iframe"),t=a.attr("src");a.length>0&&-1!==t.indexOf("youtube")&&(-1!==t.indexOf("?")?a.attr("src",t+"&enablejsapi=1"):a.attr("src",t+"?enablejsapi=1"))}),$(document).on("click",link,function(a){a.preventDefault();var t=$(this),e=t.attr("href"),s=$(e),l=t.attr("btn-bg-color"),o=t.attr("content-bg-color");null!=l&&void 0!=l||(l="#240085"),null!=o&&void 0!=o||(o="h-bg-white");var n='';body.addClass("no-scroll"),"wrapped"!=s.attr("aria-inner")&&s.wrapInner('
').attr("aria-inner","wrapped"),(s.hasClass("js-slide-right")||s.hasClass("js-slide-left"))&&s.addClass(o),0==$(".backdrop").length&&$("body").append(back),0==$(".js-close-popup",s).length&&s.prepend(n),"close"!=s.attr("aria-label")&&null!=s.attr("aria-label")&&void 0!=s.attr("aria-label")||(s.fadeIn(),s.attr("aria-label","open"))}),$(document).on("click",btnc,function(a){a.preventDefault();var t=$(this).attr("aria-controls"),e=$(t);$(t+" iframe").length>0&&$(t+" iframe")[0].contentWindow.postMessage('{"event":"command","func":"pauseVideo","args":""}',"*"),time=e.hasClass("js-slide-right")||e.hasClass("js-slide-left")?900:0,e.attr("aria-label","close"),e.stop(!0,!0).delay(time).fadeOut(100,function(){$("body .backdrop").remove(),$("body").removeClass("no-scroll")})}); } // End });